44 HYGIENE
extremely dry skin types in need of additional care from soothing ingredients like chamomile and cotton seed extracts. Sales & Marketing Global Director of
Creightons, Pippa Clark says: “Driven by a desire to deliver quality, performance, and value, we were thrilled to receive this prestigious award. It is testament to the development and brand teams that we also secured five further awards across our portfolio of brands. Creightons strives to continually delight the customer with a range of trending, quality products, at the right price point for everyone to enjoy”. While Pure Touch by Creightons led the way with this unique innovation and reactivity to the pandemic, other brands in the category will have to do the same to address the flaws and potential opportunities within many other traditional hygiene or beauty formats too. If there is one thing we have all learned through this pandemic, it is the importance of hygiene and keeping our hands and environments clean. Brands must somehow try to balance the need for functional health and hygiene products within beautiful, user friendly formats that are a pleasure to use; therefore, helping to encourage frequent use in a new world, and a new normal, where different variants or strains of coronaviruses may emerge in the future.5 Booster vaccination programmes have already been planned in many countries6
for the winter
months and beyond, highlighting that there is indeed going to be a prolonged need for these efficacious hygiene and personal care products. These products may well become something we all continue to carry with us alongside our phone and our keys for many years to come – Perhaps even permanently.
A time of change Just like other pandemics throughout history, the COVID-19 pandemic is likely to have a lasting impact on personal and governmental approaches to health, behaviour, and personal care. The Spanish Flu that broke out in 1918 is the perfect example of this. Many nations created Health Ministries, introduced socialised medicine, and invested in enhanced disease surveillance and control.7
On an
individual level, the pandemic also changed how people viewed their own health, the need for better healthcare precautions, and easy access to health and hygiene information.8 With a more recent example of personal change, the SARS outbreak in Asia prompted mask wearing as a new form of social and civic responsibility9
– long after the outbreak of
SARS was over. The continued hand wash and sanitiser category growth is further backed up by survey results from consumer intelligence group, Streetbees. Over 93% of consumers surveyed said they plan to continue with some of the routine changes they have made during the pandemic, like taking vitamins and washing hands more often.10 This almost inevitable change in behaviour
and increased focus on hygiene is going to mean product developers must evolve with this shift. We have seen innovation already in other sectors like skin care and beauty as well as household and laundry. Beauty ranges
PERSONAL CARE September 2021
have been creating hydrating antibacterial facial mists or moisturisers, useful after mask wearing, and household cleaning products are creating antiviral and antibacterial clothing sprays, detergents, and polish - so consumers can feel protected and safe within every area of their life, and in every room of the house. But product performance is not the
only area where the beauty and personal care industry can strive for change and improvement. From some of the new products created in reaction to the Covid outbreak, we can see that in an effort to create cleaner environments for ourselves, we have created 2-in-1 or multi use products that just so happen to help cut down on packaging and water waste – therefore helping to keep the environment cleaner as well. Antibacterial laundry sprays make using your washing machine after every wear less of a necessity, and hand sanitiser creams combine two products into one tube cutting down on the need for the average consumer to buy two plastic bottles or tubes and just use one. Before the Covid outbreak, the environment and the climate crisis was one of the most prevalent topics in the media; and it no doubt will be again when C02
emissions start to
rise, due to resumed international travel and daily workplace commutes – which is why it is so important to address now. Particularly as Gen-Z consumers, who are beginning to have more purchasing power, are extremely climate aware and environmentally conscious.11 90% of Gen-Z consumers also believe that companies should be held more accountable and a whopping 75% will or have done research into the claims businesses make - to check if they are being honest when it comes to making a stand on issues they care about like the environment.12
Younger people are
also willing to put their money where their mouth is, despite being financially worse off than their parents, as 54% said they are willing to pay around 10% more for conscious and sustainable products.13 Body Bliss, another Creightons brand, has
combined essential hygiene products like hand washes and creams, that have been integral through the pandemic, with Gen-Z friendly branding and unique selling points to appeal to this market - while also contributing to make the beauty and personal care industry a more environmentally conscious place. Graduate Brand Manager Harriet Robson said: “Working on Body Bliss as a member of Gen-Z has been really exciting. I am proud to work on a brand that makes personal care not just affordable, but fun too. So many people of my generation are concerned about the environment, so to be able to offer my peers a range of products that are made with natural extracts and vegan friendly ingredients is really relevant and on trend. Wherever possible Body Bliss is also trying to use packaging materials more consciously too. Our Bath and Shower gel bottles utilise a blend of post-consumer recycled plastic for packaging to help reduce virgin plastic use as well. We also ensured this brand is bright, fragrant and fun to use, encouraging people to wash and hydrate their hands – which is particularly important in this current climate, where keeping our hands clean is integral to keeping ourselves and others safe.”
Conclusion Although necessity has been the mother of invention with the innovative products launched over the period of the pandemic, it has ultimately offered industry, as well as society, the rare opportunity to make positive change from such a negative period. Be that through creating better functioning, and most importantly, protective products for key workers and those that guided us through, or creating a cleaner, more conscious, and sustainable industry that makes a net- positive impact on the world rather than a negative one. As Creightons have shown, change for the better is possible, and making that change not only has commercial benefit, but a benefit on multiple levels – from the health and happiness of customers to environmental wellness. With the COVID-19 pandemic and the environmental crisis, businesses have been
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